Kuluttaminen ja ylhäisaatelin elämäntapa 1700-luvun Ruotsissa

Consumption and the lifestyle of the high nobility in eighteenth-century Sweden This monograph is an analysis of the lifestyle, consumption and private finances of the Swedish high nobility during the eighteenth century (ca 1730 1795). It describes the lifestyle of one noble house, the House of Fersen. The Fersen family represents the leading political, economic and cultural elite in eighteenth-century Sweden. The analysis concentrates on Count Carl von Fersen (1716 1786) and his brother Count Axel von Fersen (1719 1794), their spouses and children. Carl von Fersen was a courtier whilst Axel von Fersen was an officer and one of the leaders of the Francophile Hat party. His son, Axel von Fersen the younger, was in his time an officer and a favourite of Gustavus III, King of Sweden, as well as a favourite and trusted confidant of Marie-Antoinette, Queen of France. The research is based upon the Fersen family s private archives, the Counts personal account books, probate inventories, letters and diaries. The study discusses the Fersens landed property and investments in ironworks and manufacturing, the indebtedness of the high nobility, high offices in civil administration, the militia and at court, as well as marriages as the foundations of noble wealth and power. It analyses the Count von Fersens revenue and expenditure, their career options and personal expenses, their involvement in the building and decorating of palaces, and the servants in service of the Fersen family as well as the ideal nobleman and his consumption. Central themes are inheritance, children s education, marriages and ladies preparing their trousseaux, the nobility ordering luxury goods from France, the consumption of Counts and Countesses before and after marrying and having children, the pleasures of a noble life as well as the criticism of luxury and sumptuousness. The study contributes to the large body of research on consumption and nobility in the eighteenth century by connecting the lifestyle, consumption and private finances of the Swedish high nobility to their European context. Key words: nobility, Fersen, lifestyle, consumption, private finances, Sweden, eighteenth century

Elämänmuutoksen, jännityksen ja asiantuntijuuden representointi Veikkaus Oy:n mainonnassa vuosina 1970— 2006

Aim of this master's thesis paper for consumer economics, is to research gambling advertisements in Finland over a period of 35 years, from 1970 to 2006. Veikkaus Oy (later Veikkaus), was founded in 1940, as one of the three licensed gambling organizations in Finland. Material for the current research comprised 1494 advertisements published by Veikkaus in newspapers and magazines at that time. Veikkaus has the exclusive licence to organize lotto games, sport games, instant games and other draw games in Finland. The other two operators, The Finnish Slot Machine Association RAY and Fintoto (on-track horse betting), were not included in the current analysis. This study has been completed according to research contract and grand by the Finnish Foundation for Gaming Research (Pelitoiminnan tutkimussäätiö). In general, advertisements reflect surrounding culture and time, and their message is built on stratified meanings, symbols and codes. Advertising draws the viewer's attention, introduces the advertised subject, and finally, affects the individual's consumption habits. However, advertisements not only work on individual level, but also influence public perception of the advertised product. Firstly, in order to assess gambling as a phenomenon, this paper discusses gambling as consumer behaviour, and also reviews history of gambling in Finland. Winning is a major feature of gambling, and dreaming about positive change of life is a centre of most gambling ads. However, perceived excitement through risk of losing can also be featured in gambling ads. Secondly, this study utilizes Veikkaus’ large advertising archives, were advertising data is analyzed by content analysis and the semiotic analysis. Two methods have been employed to support analyzing outcome in a synergistic way. Content analysis helps to achieve accuracy and comprehensiveness. Semiotic analysis allows deeper and more sensitive analysis to emerged findings and occurrences. It is important to understand the advertised product, as advertising is bound to the culture and time. Hence, to analyze advertising, it is important to understand the environment where the ads appear. Content analysis of Veikkaus data discovered the main gambling and principal advertisement style for each.period. Interestingly, nearly half of Veikkaus’ advertisements promoted topic other than “just winning the bet”. Games of change, like Lotto, typically advertised indirectly represented dreams about winning. In the category of skill gambling, features were represented as investment, and the excitement of sporting expertise was emphasized. In addition, there were a number of gambling ads that emphasize social responsibility of Veikkaus as a government guided organization. Semiotic methods were employed to further elaborate on findings of content analysis. Dreaming in the advertisements was represented by the product of symbols, (e.g. cars and homes) that were found to have significance connection with each other. Thus, advertising represents change of life obtained by the winning. Interestingly, gambling ads promoting jackpots were often representing religious symbolisms. Ads promoting social responsibility were found to be the most common during economical depression of the 90’s. Deeper analysis showed that at that time, advertisements frequently represented depression-related meanings, such as unemployment and bank loans. Skill gaming ads were often represented by sports expertise – late 90’s, their number started sky rocketing, and continued increasing until 2006 (when this study ended). One may conclude that sport betting draws its meanings from the relevant consumer culture, and from the rules and features of the betted sport.

Murteellisuus, maalaisuus ja miellyttävyys helsinkiläisten kuulemana : Monimenetelmäinen tutkimus lukiolaisten kieliasenteista

Tutkielmassa tarkastellaan helsinkiläislukiolaisten asennoitumista suomen murteisiin ja pääkaupunkiseudun puhekieleen. Teoreettisena viitekehyksenä toimivat sosiaalipsykologinen kieliasennetutkimus ja kansanlingvistiikka. Keskeisin tutkimusmenetelmä tutkielmassa on kuuntelutesti, jonka avulla selvitettiin, miten helsinkiläisnuoret arvioivat kuulemiaan erimurteisia ääninäytteitä ja minne he paikantavat ne. Pääaineistona on 221:n ja lisäaineistona 19 helsinkiläislukiolaisen lomakevastaukset. Lomakkeen avulla vastaajilta kerättiin tietoa ääninäytteisiin liitetyistä assosiaatioista muun muassa asenneskaalojen ja lisäaineistossa avoimien kysymysten avulla. Laajemman aineiston analysoinnissa on hyödynnetty tilastollisia menetelmiä SPSS-ohjelman avulla. Kuuntelutesti koostui yhdeksästä tutkimusta varten äänitetystä puhenäytteestä. Verbal guise -tekniikan mukaisesti kunkin näytteen puhuja puhuu omaa murrettaan, poikkeuksena yksi puhuja, joka tuotti kuuntelutehtävää varten kaksi erimurteista ääninäytettä (matched guise). Kokonaisuutena miellyttävimmäksi arvioitiin helsinkiläisnaisen ja kiiminkiläismiehen ääninäytteet. Lukiolaiset arvioivat siis myönteisimmin ääripäitä: oman asuinalueensa puhetapaa ja murteellista puhetapaa. Kuitenkin toinen Helsinkiin paikannettu puhuja, espoolaisnainen, arvioitiin toiseksi epämiellyttävimmäksi: samalla lailla arvioitiin myös uusimaalaisena pidetyn turkulaismiehen näyte. Nämä epämiellyttävän kuuloisiksi arvioidut puhuivat vastaajien mielestä epäselvästi, mikä vaikutti tilastollisesti merkitsevästi heidän evaluointeihinsa. Matched guise -ääniparista vastaajat pitivät lounaisvälimurteista versiota peräpohjalaisversiota miellyttävämpänä. Tasoittunutta murretta puhuneet sijoitettiin pääasiassa Etelä-Suomeen ja leimallista murretta puhuneet Savoon ja Pohjanmaalle. Kuvaillessaan sanallisesti ääninäytteitä vastaajat kiinnittivät huomiota siihen, kuinka hyvin puhuja suoriutui tehtävästä (kuvasta kertominen), millainen oli hänen tunnetilansa ja kuinka murteellinen hän oli. Murteellisiksi kuvattuja puhujia pidettiin myös maalaisimpina. Helsinkiin paikannettuja puhujia pidettiin murteettomina. Sekä suoraan kysymällä että epäsuorasti kuuntelutestillä tutkien lukiolaisten murreasenteista saadaan samansuuntainen kuva: suurin osa vastaajista suhtautuu melko myönteisesti murteisiin. Sen sijaan suhde pääkaupunkiseutulaiseen puheeseen on ristiriitainen, sillä kuuntelutestin perusteella vastaajat eivät automaattisesti suosi helsinkiläisiksi tunnistamiaan ja puolet heistä pitää slangia leuhkan kuuloisena. Tutkielma antaa tietoa siitä, miten helsinkiläislukiolaiset suhtautuvat kuulemiinsa erilaisiin puhetapoihin. Tämä kuva poikkeaa osin aiempien tutkimusten kuvaamista stereotyyppisistä murreasenteista. Metodisesti tutkimus avartaa käsitystä siitä, miten olennainen merkitys kuulijoille esitetyn äänimateriaalin luonteella on tuloksiin. Murreaineksen ohella asenteisiin vaikuttavat puheen sisällölliset seikat, sekä se, miten selvästi tai epäselvästi puhujan koetaan puhuvan. Menetelmään liittyvistä ongelmista huolimatta kuuntelutehtävän avulla on mahdollista saada tietoa sekä avoimista että alitajuisemmista asenteista eri kielimuotoja kohtaan.

Finlandssvenska åsikter om och attityder till modern språkpåverkan

The study describes and analyzes Finland Swedes attitudes to modern-day linguistic influence, the relationship between informants explicitly reported views and the implicit attitudes they express towards language influence. The methods are primarily sociolinguistic. For the analysis of opinions and attitudes I have further developed and tested a new tool in attitude research. With statistical correlation analysis of data collected through a quantitative survey I describe the views that Swedish-language Finns (N=500) report on the influence of English, on imports, and on domain loss. With experimental matchedguise techniques, I study Finland-Swedes (N=600) subconscious reactions to English imports in spoken text. My results show that the subconscious reactions in some respects differ markedly from the views informants explicitly report that they have: informants respond that they would like English words that come into Swedish to be replaced by Swedish replacement words, but in a matched-guise test on their subconscious attitudes, the informants consider English words in a Swedish context to have a positive effect. The topic is further dealt with in interviews where I examine 36 informants implicit attitudes through interactional sociolinguistic analyses. This study comes close to pragmatic discourse analysis in its focus on pragmatic particles and modality. The study makes a rather strict distinction between explicitly expressed opinions and implicit, subconscious attitudes. The quantitative analyses suggest that the opinions we express can be tied to the explicit in language. The outcome of the matched-guise test shows that it is furthermore possible to find subconscious, implicit attitudes that people in actual situations rely on when they make decisions. The discourse analysis finds many subconscious signals, but it also shows that the signals arise in interaction with one s interlocutor, the situation, and the norms in the society. To account for this I have introduced the concept of socioconscious attitude. Socioconscious attitudes reflect not only the traditions and values the utterer grew up with, but also the speaker s relation to the social situation (s)he takes part in.